Stella McCartney Reveals Winter 2019Ad Campaign
“In an era of climate crisis, action is more important than ever. Our campaign features a cast of change agents who stand together for the future of our planet.”
Stella McCartney reveals her Winter 2019 Ad Campaign, making a call for climate action with a cast of inspiring change agents like Amber Valetta and members of activist group Extinction Rebellion. Narrated by Jane Goodall, the campaign is a powerful moment of unity as inspiring individuals stand with Stella to protect the planet. British photographer Johnny Dufort captures the striking campaign on the idyllic Welsh coast, encapsulating the stark beauty of nature and celebrating the activism taking place to protect it. Stella has been fighting for greener fashion with her sustainably-led label since its launch and through this campaign focuses on the importance of taking action.
Long-time friend of the house, having appeared in many previous campaigns over the years, Amber Valetta joins the cast embodying the Stella ethos as she uses her platform to help fight climate change and raise awareness of other social issues. Members of Extinction Rebellion Deya Ward, Ruby Munslow and Tori Tsui also feature, each showing their passion for positive planetary change in individual ways, like protest, political activism, filmmaking and raising public awareness. They stand with other models Emma Laird, Chloe Pearson, Chu Wong and Trinity Hill who were selected for being voices for change in their own field and further representing the activist spirit of the campaign.
A short film from the digital campaign, which will be revealed in September, includes a reading from renowned British environmentalist Jane Goodall of an emotive poem by author Jonathan Safran Foer. Written exclusively for the campaign, the poem features poignant statements like “Here is where we are born without choosing to be born, but then choose how to live. Here is where we have our long moment, where we cannot help but leave things differently than how we found them, and have the choice to leave things better. Here and only here are we home”,reminding us of the ironies and truths of everyday life and what is truly important. The supporting social media campaign also includes a series of “how to save the world” videos, sharing information and contributing to the conversation around the climate crisis with a touch of Stella’s irreverence.
The collection itself upholds the campaign message with sustainable pieces, including an upcycled, rainbow-coloured dress made from pieces of archival fabric and a range of organic cotton utilitarian pieces. The horse jacquard dresses are made with sustainable viscose, and all jersey and denim in the collection is made with organic cotton. Sculptural textile adornments by artist Sheila Hicks are worn by Amber in the campaign, with other accessories including functional logo mini bags in ECONYL® regenerated nylon, sleek Alter-Nappa leather backpacks, and updates on the iconic circular logo bag. Modern sunglasses made from the brand’s biodegradable bio-acetate also feature.
Since launching in 2001, the Stella McCartney brand has been deeply rooted in its dedication to being a responsible and modern company taking responsibility for the resources it uses and the impact it has on the environment. As a vegetarian brand, the brand never uses leather, fur, skins or feather in any products for both ethical and environmental reasons, setting a standard for the use of alternative materials. Supporting circularity, the brand is embracing new business models that will transform how clothes are produced, sold, shared, repaired and reused; promoting long lasting product with extended use to reduce environmental impactand help slow down the amount of natural resources currently being cultivated and extracted from the planet for fashion.
The digital campaign launches on www.stellamccartney.comand on the brand’s social media channels from the 23rdof July, with an accompanying print campaign to follow in select global September issues.
The collection will be available in Stella McCartney stores and on Stella McCartney.com from August 2019, as well as select Stella McCartney stores and wholesale accounts worldwide.
Models: Amber Valetta, Emma Laird, Chloe Pearson, Chu Wong, Trinity Hill, Deya Ward, Ruby Munslow and Tori Tsui.
Photographer: Johnny Dufort
DOP: Deepa Keshvala
Styling: Stella McCartney
Hair: Gary Gill
Make-up: Thomas De Kluyver